Communities & Relationships
Community contribution by motivation for investment
Overall, the impact of the 2019/20 bushfire season and the COVID-19 pandemic has seen a shift in focus from community investments to charitable donations for FY20. Charitable donations increased significantly due to donations made during the bushfire and COVID-19 crises as well as an increase in Employee Giving and fundraising. The decrease in commercial initiative investment relates to a decrease in retail sponsorships, while the decrease in community investment is influenced by the completion of the Gloucester Independent Community Legacy Fund in FY19, along with the impacts of the bushfires and COVID-19.
Data includes the AGL matched component only of donations raised through Employee Giving and fundraising events, and not the donations made by employees. Matched amounts are included in the year in which the employee donations were made (though the matched payment may have been made after the close of the financial year).
The motivation types are based on the London Benchmarking Group framework, and comprise:
Charitable donation – If the contribution is made out of a sense of moral responsibility or in response to society’s expectations.
Community investment – If the contribution is made out of a belief that companies have a long-term interest in fostering a healthy community in the areas in which they operate. This is often considered enlightened self-interest.
Commercial initiative – If the contribution is part of a program that is designed to provide direct benefits to the company, including stronger brand image, increased profitability, reduced costs and improved customer loyalty.
The amount includes the cost of AGL delivering seven projects for the Powering Our Community Fund for FY20, with the other nine projects to be delivered in FY21.